Marketing Strategies: The REAL GENIUS of Steve Jobs

Summary

Steve Jobs unveils Apple's new brand marketing campaign after years of neglecting marketing. He argues marketing is about clearly communicating a company's core values, not product speeds and specifications. He points to iconic campaigns like Nike's 'Just Do It' and the famous '1984' ad as inspirations. The new Apple campaign honors 'The Crazy Ones' - the nonconformists and troublemakers who push humanity forward by thinking differently. The ad suggests that while Apple makes great technology, their core belief is that passionate people can change the world for the better.

Takeaways

• 😀 Apple's brand has suffered from neglect recently and needs revitalization
• 👨‍💻 Marketing is about clearly conveying what a company stands for, not product specs
• 📈 Great marketingexamples are Got Milk? and Nike's focus on athletes over products
• 🍎 Apple spent a fortune on ads but failed to effectively communicate what they stand for
• 🤝 Apple's new agency will refocus efforts on Apple's core value of passionate people changing the world
• 🌟 The 1984 Macintosh ad is considered one of the best ads ever made
• ⏳ While Apple has changed over the past decade, their core values remain the same
• 💡 The new campaign, Think Different, will honor people who changed the world, someusing Macs
• 🎶 The campaign aims to touch the soul of Apple and what they have always stood for
• 😎 The people who think differently are the ones who push the human race forward

Q & A

What does the speaker say is the main thing that marketing should focus on?

The speaker says marketing should focus on a company's values and what they want customers to know about them, not technical details about products.

What examples does the speaker give of great brands?

The speaker cites Apple, Nike, Disney, Coca-Cola, and Sony as examples of some of the world's greatest brands.

How does the speaker say Apple's brand has suffered recently?

The speaker says Apple's brand has suffered from neglect in areas like marketing investment and brand caring in recent years.

What dairy industry marketing example does the speaker give?

The speaker discusses the famous "Got Milk?" campaign, which dramatically increased milk sales by focusing on the absence of milk rather than technical details about milk.

How does the speaker describe Nike's marketing approach?

The speaker says Nike honors great athletes and athletics in their ads instead of talking about product details, focusing on the emotions and values Nike is associated with.

What recent change did Apple make regarding their advertising agency?

The speaker says when he arrived at Apple, they had just fired their previous agency and were running a competition to select a new one, which he cancelled in favor of rehiring Chiat/Day agency.

What Apple ad is considered one of the great ads of all time?

The speaker says Apple's iconic 1984 Macintosh commercial, which introduced the Macintosh computer, is considered one of the greatest ads ever made.

What core value does the speaker say is at the heart of Apple?

The speaker says the core value at Apple's heart is the belief that people with passion can change the world for the better.

Who is the target audience for the Think Different ad campaign?

The speaker says the Think Different campaign honors the crazy ones, the misfits and rebels who change the world by thinking differently.

What is the speaker's emotional reaction to the Think Different ad?

The speaker says he is very moved by the Think Different ad because it touches the soul of Apple and honors the company's core values.